CREATIVE DIRECTION / DESIGN

With the launch of Nike's Equality campaign, in conjunction with Black History Month, came a rare opportunity to shift the traditional focus of driving sales of new products to celebrating Equality during All-Star Week in New Orleans.

Role
art director + designer

skills
art direction
graphic design
experiential design
team management

agency
set creative

A place that has faced so much adversity during its tenure, New Orleans became the perfect platform to launch the campaign. The space sought to create an equal vision between athletes and fans in a quiet place that prompted reflection and understanding.

Coupled with dramatic warm lighting and materiality, an overwhelming, yet inviting collection of highly personal content was showcased throughout the environment.

Thousands of visitors helped celebrate Equality by having their image captured, which was then added to a dynamic facade. The portraits were seamlessly integrated with the faces of celebrity athletes, and their messages of equality. Its purpose was to make an instant impact, by showing that everyone can, and should stand up for the cause.

Equality products were available for purchase and customization at the back of the space with proceeds going to various charities.